Oh Abercrombie……how I have hated thee….
Ever since high school I knew that this brand was exclusively tied to the most superficial, egotistical, douchiest people in the USA—possibly the whole world—but when the CEO came out and made these inflammatory statements on why they don’t provide L and XL sizes for women, even I was shocked.
Abercrombie&Fitch CEO Mike Jefferies was quoted as saying the following of his desired customer base:
Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that. In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely
More than just a little fucked up. You can read the full story on this douchieness here.
Having certainly been not one of those “cool kids” Jefferies describes, I never shopped at A&F and never wanted to. As anyone can see from my modeling work, that’s NOT my look. I often joked as a teenager that if I went anywhere near an A&F store I would immediately burst into flames.
The things Jefferies said were hurtful though. His remarks indicate that anyone who is not outwardly beautiful is of no worth, and worst of all that people who are bigger (especially women) cannot be cool, beautiful, or popular. Apparently these mundanes are of so little value to them that he doesn’t even want their money, refusing to cater to them. The company has an insane focus on appearance, especially physical. According to someone I met who actually worked there for a time, their sales associates hold the title of “model”. Since they are “models” they have to adhere to a look policy which dictates hair style, length of fingernails, and especially weight. Apparently A&F even punishes employees in a military style manner forcing them to do pushups and squats for any mistakes.
But wait! That’s not all….
A&F has been guilty of several discriminating practices from hiring exclusively caucasian employees, to forcing a woman born without a left forarm to work in the stock room so customers would not see her prosthetic arm which did not adhere to their look policy.
If this isn’t enough to show you what a douchebag infested company A&F is, I don’t know what will. It’s clear that someone needed to send a message, but no one really knew how to….
But then Greg Karber came up with a brilliant plan, and put it on the internet.
His idea? To give Abercrombie&Fitch a “brand adjustment”.
How? Donate all Abercrombie&Fitch clothes to the homeless.
Watch his video here to see the plan in action.
As Greg said, he is only one man. For this to truly succeed, we all need to do our part. I’m game. This needs to be done.
Fuck you, Abercrombie&Fitch. Your reign of douchebaggery is over.